ABSTRACT
The activities of creativity and innovation occur in a social context. In some instances creative people, ostensibly working alone, benefit from sponsorship, social support and recognition. In other cases, creativity stems from people working in pairs, teams, partnerships and networks. Innovation, the realisation and utilisation of new ideas and concepts in practice, is also by nature a social phenomenon, as it depends on users, backers and investors to support and adopt the new idea. For creativity to be realised as innovation, there must be implementation and usage by others who see the benefit, value or intrinsic merit of the new idea, concept or product. Thus both creativity and innovation are social phenomena.
